Samsung – Galaxy Z Flip5

B2C | Client: Samsung | Market: Singapore | Scope: Social

THE OBJECTIVE

In a world dominated by conventional smartphones, Samsung embarked on a daring journey with the release of the ground-breaking Galaxy Z Flip5 and Fold5 on 11th August. Our mission? To not just introduce these innovative devices but to create a seismic shift, inviting users to desire and experience the extraordinary flip side of technology.

THE TARGET AUDIENCE

Enter the realm of Social Expressors – the trendsetting Gen MZ who dictate what's hot. They don’t just consume content - they actively curate and create it themselves. Recognising that they are multi-hyphenates of culture that require a phone that similarly befits their lifestyle, we delved into the many benefits of owning a phone that passes not just their outfit checks but the vibe checks.

THE CHALLENGE

In a year filled with new foldable contenders and existing brands, competition was heating up. We had to stand out with original and authentic content and continue defending our lead against rivals like Oppo, Motorola, and Google.

THE CREATIVE IDEA

#JoinTheFlipSide emerged, urging people to embrace innovation and join a community of trendsetters. The campaign celebrated not just the new Galaxy Z Flip5 and Fold5 but the audacious individuals choosing to redefine their mobile experience through a bold choice that lets them express themselves freely.

We also saw that Y2K’s is the hottest trend in 2023 and was making a comeback in every aspect of our Gen MZ’s lives. Our strategy was clear – tap into the passions of our target audience with a nod to the past while embracing Gen Z sassiness.

JOIN THE FLIP SIDE

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JOIN THE FLIP SIDE 〰️

The #JoinTheFlipSide concept spoke directly to Gen MZs who craved uniqueness. Leveraging channels like Instagram and TikTok, we showcased the flip side through content using creative effects, transitions, wordplay and Gen Z lingo, seamlessly integrating the proof points of Galaxy Z Flip5 and Fold5.

There was also a strategic need to map our content to align with passion point verticals identified amongst Gen MZ, namely fashion, food, personalisation and exploratory experiences. This then became the blueprint that guided our content execution, showing how the brand is there to support their interests and content creation needs.

TEASER

Teaser – 6 July to 26 July 2023: Without revealing anything, we had to tease that the foldables are back in town. This was done with the following localised content series –

Flip for More – We hyped up and hinted at the coordinates of Unpacked and a series of 4-day weekend activities happening at Galaxy Flip Festival after Unpacked

Tiny Pockets – We showcased the fashionable pocket-ability of the Flip through the hint of a square outline protruding through tiny pockets, bags or pouches

Unpacked

26 July 2023: We went live on Instagram Stories to share Samsung's grand announcement of the new foldables, turning followers into paparazzi and banishing any FOMO.

Launch event

27 July to 30 July 2023: An Instagram Reel recap of what went down over at the 4-day Galaxy Flip Festival at Capitol Singapore was also posted to share the vibes of the event in reel life with those who missed it in real life.

Pre-Order

26 July to 10 August 2023: Personalisation took centre stage, with content highlighting unique online-exclusive colours and collaborations with local artists

Launch

11 August to 30 September 2023: As the presenting sponsor for Singapore Night Festival, we complemented the event to share content ranging from food, gaming, fashion, and arts.

Not forgetting to show how we can fulfil our Social Expressors content creation needs, we also tapped onto KOLs like The Meatmen who explored various food businesses around the Singapore Night Festival district with the Galaxy Z Flip5 and Fold5, showing how the use of these devices made their food adventures more exciting.

Food

Gaming

Fashion

Arts

Sustenance

October to December 2023: The interactive concept “FlipSide Market” also arrived in Singapore in September. We saw the opportunity to drive awareness and footfall to this interactive concept space via weekly posts on what one can experience at the market, such as personalising your phone, sustainability exhibits, photography classes, and yummy food deals.

Simultaneously, we also created content on Instagram and Tiktok to continue the buzz. This was done through content series like –

Flex your Style – a fashion-forward series of photographs featuring the Galaxy Ecosystem

Switch Stories – a series to dispel fears of switching. Featuring user stories of those who switched from other devices

The True Masterpiece – a content series featuring the truly unique features of the Flip and Fold

The How-To series – skits showcasing the Galaxy Ecosystem

RESULTS

Online mentions for Galaxy Z Flip5 and Fold5 soared by 60.38% from the previous Flip4 and Fold4. Through our content marketing efforts, we also almost doubled the number of positive sentiments compared to last year with 1.85 times more positive comments

AWARDS

This campaign was submitted for Markies Award 2024 and is currently shortlisted for the Most Creative Content Marketing